8615776
Beschreibung
Mindmap von Maleja Guarnizo Ospina, aktualisiert more than 1 year ago
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Erstellt von Maleja Guarnizo Ospina
vor mehr als 9 Jahre
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Examining world market segmentation
and brand positioning strategies
- Literature on segmentation of world markets
- Segmentation and strategic brand positioning
- Importance of their relationship
- to the development of global branding strategy
- to the development of global branding strategy
- Positioning
- strategy to identify and direct marketing resources among
intended market segments
- strategy to identify and direct marketing resources among
intended market segments
- Key connection
- the degree to which the firm meets its own objectives for
aligning the brand with consumers
- the degree to which the firm meets its own objectives for
aligning the brand with consumers
- Importance of their relationship
- Research model and hypotheses
- Research hypotheses
- Hypotheses 1
- Hybrid bases of segmentation
(geographical and economic) and (
lifestyle and behavioral)
- Hybrid bases of segmentation
(geographical and economic) and (
lifestyle and behavioral)
- Hypotheses 2
- Micro-level bases of
segmentation (lifestyle and
behavioral)
- Micro-level bases of
segmentation (lifestyle and
behavioral)
- Hypotheses 3
- Macro-level bases of
segmentation (geographical and
economic)
- Macro-level bases of
segmentation (geographical and
economic)
- Hypotheses 4
- Perceived degrees of similarities in
targeting world segments are associated
with the perceived degree of
harmonization in the choice of a firm’s
brand positioning strategy.
- Perceived degrees of similarities in
targeting world segments are associated
with the perceived degree of
harmonization in the choice of a firm’s
brand positioning strategy.
- Hypotheses 1
- Research study one
- Research study two
- Conclusions
- bases of segmentation + positioning strategies =
brand perception
- Strategic
approaches
- Developing a homogenous market position
- Targeting different segments
- Focusing on different segments
- Aligning the brand with segments
- Developing a homogenous market position
- bases of segmentation + positioning strategies =
brand perception
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